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Brand Culture

14 View(s), published at 2006, written by Jonathan E. Schroeder, Miriam Salzer-Mörling, Søren Askegaard, published by Taylor & Francis
Brand Culture

Brand culture by Jonathan E. Schroeder, Miriam Salzer-Mörling, Søren Askegaard This fascinating book shows that neither managers nor consumers completely control branding processes - cultural codes constrain how brands work to produce meaning. Placing brands firmly within the co.... Published date on: 2006 with total page: 218 pages. Publisher of Brand Culture is Taylor & Francis.

This fascinating book shows that neither managers nor consumers completely control branding processes - cultural codes constrain how brands work to produce meaning. Placing brands firmly within the context of culture, it investigates these complex foundations. Topics covered include: the role of consumption brand management corporate branding branding ethics the role of advertising. This excellent text includes case studies of iconic international brands such as LEGO, Nokia and Ryanair, and analysis by leading researchers including John M.T. Balmer, Stephen Brown, Mary Jo Hatch, Jean-Noël Kapferer, Majken Schultz, and Richard Elliott. An outstanding collection, it will be a useful resource for all students and scholars interested in brands, consumers and the broader cultural landscape that surrounds them.

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